In a digital world overloaded with content and short on resources, reaching and engaging new audiences has been a persistent challenge for creative industries. Some top media players have turned to artificial intelligence (AI) for a possible solution. But the adoption of AI-powered technologies in the media has been slow compared to its uptake in other sectors, she said, speaking at an online event organized by the European Broadcasting Union's AI and Data Initiative (AIDI). Lack of resources, limited understanding, and the low number of use cases to date continue to hold back media AI use, she added. The AI Maturity Model produced by digital consultancy Gartner shows the media using AI mostly on active and operational levels.